NEED FOR TOUCH AND TWO-WAY COMMUNICATION IN E-COMMERCE

Hassan Jawed and Saad Alam

Journal of Marketing and Logistics (JML), 2019, vol. 2 (Special Issue), 86-103

Abstract: The average consumer feels the need to physically touch their desired product before they pursue an online purchase. This ability lags online and the result is in preference for traditional buying over e-commerce. The new variable we had identified to this research was introduction of new technology that could be 3D-4D graphics which literally brings the product lifelike in front of them. Autotelic and Instrumental (NFT) Need for Touch Are Independent variables, whereas (PEOU) Perceived Ease of Use, (PE) Perceived Enjoyment and (PU) Perceived Usefulness are moderators that lead to our dependent variable (Loy) Loyalty. The further variable we added was ‘New Technology’ to aid perception and Loyalty. We gathered data though questionnaires and online surveys by targeting male and female between 13-40 years’ old who were familiar with e-commerce. We worked on SPSS, AMOS, MS Word and Excel to support our research. Our research benefits all those who faced trouble during shopping online, those who were not satisfied enough by viewing pictures or reading reviews but needed a more realistic approach. Future research possibility may be adding exceptional technology that enables viewer popup images on screen of PC or mobile. Future research can be conducted to bring holistic e-commerce. It may contain mediators that further inflate loyalty.

Keywords: Consumer convenience; e-commerce; online marketing; omni-channel; two-way communication; integrated marketing channel. (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://jml.kasbit.edu.pk/Volume/2/page%20no%2086-103.pdf

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ksb:jourml:v:2:y:2019:p:86-103

Access Statistics for this article

Journal of Marketing and Logistics (JML) is currently edited by Syed Karamatullah Hussainy

More articles in Journal of Marketing and Logistics (JML) from Khadim Ali Shah Bukhari Institute of Technology (KASBIT) Contact information at EDIRC.
Bibliographic data for series maintained by Yasir Jaseem ( this e-mail address is bad, please contact ).